February 29, 2024
Indian cricket sensation Jasprit Bumrah is the new face of Streax Shampoo Hair Colour, fronting the brand’s latest nationwide marketing initiative. The campaign, titled ‘Main Fast, Streax Super-Fast,’ emphasizes the product’s speed, convenience, and reliable performance in the competitive at-home hair colour market. Bumrah and Streax: A Partnership Built on Speed and Precision
Streax Shampoo Hair Colour unveiled its collaboration with Jasprit Bumrah , leveraging the fast bowler’s on-field attributes to promote its innovative shampoo-based hair colour. The core promise of the product – delivering effective grey coverage in just five minutes – aligns seamlessly with Bumrah’s reputation for rapid, precise deliveries. This strategic partnership aims to capture the attention of time-conscious consumers seeking a quick and efficient grooming solution. The campaign isn’t merely about celebrity endorsement; it’s about associating a trusted athlete with a product that mirrors his performance characteristics. Bumrah’s consistency and composure under pressure, qualities admired by fans and critics alike, are intended to instill confidence in Streax’s reliability and innovation. The brand is positioning itself not just as a hair colour, but as a performance enhancer for the modern individual. Priyancka Puri, Sr VP Marketing at Hygienic Research Institute, explained the rationale behind the selection, stating, “Jasprit Bumrah is the perfect fit for Streax – he embodies precision, performance, and passion, the same qualities that define our brand. Our campaign ‘Main Fast, Streax Super-Fast’ reflects what we truly believe in: innovation that’s quick, reliable, and effective for today’s fast-paced consumer.”  She further highlighted the strategic importance of South India as a key market, emphasizing the product’s accessibility with a price point of just Rs 10. Bumrah himself echoed this sentiment, saying, “Consistency defines everything I do — whether it’s my game or the way I present myself. Partnering with Streax felt natural because their Shampoo Hair Colour stands for exactly what I value: speed, confidence, and results you can trust. Main fast, Streax super-fast is definitely a vibe and sentiment that I connect with.”
The campaign’s rollout will encompass television, digital, and social media platforms, bolstered by prominent in-store displays. Digital films will feature Bumrah in a performance-driven narrative, showcasing the product’s ease of use and speed while maintaining a relatable tone for a broad audience. Streax Shampoo Hair Colour is specifically targeting young and middle-aged men in urban and semi-urban areas, a demographic increasingly embracing DIY grooming solutions. But does this focus on speed risk overshadowing other important aspects of hair colour, such as long-term hair health? And how will Streax differentiate itself from other brands also emphasizing convenience in this crowded market? The campaign’s success will hinge on effectively communicating the value proposition of a five-minute hair colour solution. Streax aims to solidify its position in India’s highly competitive hair colour category by anchoring its messaging around speed as a core differentiator. The association with Bumrah is a calculated move to enhance brand visibility and credibility, leveraging the athlete’s widespread appeal and positive image. Pro Tip: When considering at-home hair colour, always perform a patch test 48 hours before full application to check for any allergic reactions. Frequently Asked Questions About Streax Shampoo Hair Colour & the Campaign
What makes Streax Shampoo Hair Colour different from traditional hair dyes? Streax Shampoo Hair Colour offers a unique, shampoo-based formula that delivers grey coverage in just five minutes, providing a quicker and more convenient solution compared to traditional hair dyes. Why did Streax choose Jasprit Bumrah as their brand ambassador? Streax selected Jasprit Bumrah because his attributes – speed, precision, and consistency – align perfectly with the brand’s values and the product’s key benefits. Is Streax Shampoo Hair Colour suitable for all hair types? Streax Shampoo Hair Colour is formulated to be suitable for a wide range of hair types, but it’s always recommended to read the product instructions and perform a patch test before use. Where can I purchase Streax Shampoo Hair Colour? Streax Shampoo Hair Colour is available at leading retail stores and online marketplaces across India. What is the price of Streax Shampoo Hair Colour? Streax Shampoo Hair Colour is priced at just Rs 10, making it an accessible and affordable option for consumers in South India and beyond. With ‘Main Fast, Streax Super-Fast,’ Streax Shampoo Hair Colour aims to redefine the at-home hair colour experience, offering a fast, effective, and convenient solution for the modern consumer. What impact will this campaign have on the broader hair colour market, and will other brands follow suit with similar celebrity endorsements? Share this article and join the conversation! Share this:

Bumrah & Streax: Bold Hair Colour for Men | Style Now!

Hyderabad, Jan 20:  Streax, one of India’s leading hair colour and care brands from Hygienic Research Institute (HRI), proudly announces the appointment of Jasprit Bumrah, India’s premier fast bowler, as the product ambassador for its disruptive innovation Streax Shampoo Hair Colour. The partnership is being unveiled through a dynamic new campaign, “Main Fast, Streax Super-Fast,” celebrating confidence, speed, and effortless style. Streax Shampoo Hair Colour, at just Rs 10, brings innovation and convenience to South India—the biggest market for shampoo hair colour. Enriched with almond oil and noni extracts, and free of ammonia and sulfates, it offers a gentle, conditioning experience that leaves hair smooth and healthy-looking. This Rs 10 pack aims to make shampoo hair colour accessible to a wider audience, enabling an upgrade to this innovative format while driving category penetration. Priyancka Puri, Sr VP Marketing, Hygienic Research Institute, shared her excitement about the association,
“Jasprit Bumrah is the perfect fit for Streax – he embodies precision, performance, and passion, the same qualities that define our brand. Our campaign ‘Main Fast, Streax Super-Fast’ reflects what we truly believe in: innovation that’s quick, reliable, and effective for today’s fast-paced consumer. South India is a very strategic market for us, and with Streax Shampoo Hair Colour priced at just Rs 10, we want to make this innovative, shampoo-format hair colour even more accessible to households across the region.”
Jasprit Bumrah – known for his speed, control, and consistency – mirrors Streax Shampoo Hair Colour’s core promise: speed & quality performance. His disciplined persona and mass appeal make him the ideal voice for a product built on quick, effective, high-quality results. The new TVC, led by the campaign thought “Main Fast, Streax Superfast,” brings this philosophy to life through a sharp, performance-led story. With him, the narrative moves beyond just convenience to smart grooming superiority – a new benchmark for modern, effortless style. Speaking on the collaboration, India’s game-changer and match-winning player Jasprit Bumrah who is represented by RISE Worldwide said,
“Consistency defines everything I do — whether it’s my game or the way I present myself. Partnering with Streax felt natural because their Shampoo Hair Colour stands for exactly what I value: speed, confidence, and results you can trust. Main fast, Streax super-fast is definitely a vibe and sentiment that I connect with”
The “Main Fast, Streax Super Fast” campaign rolled out across television, digital, and social media platforms, showcasing Bumrah in a bold, confident, and contemporary avatar that mirrors Streax’s vision combining speed, style, and self-assurance.

Streax Shampoo Hair Colour and Jasprit Bumrah unveil “Main Fast, Streax Superfast” 5-minute hair colour for today’s on-the-go consumers

the appointment of Jasprit Bumrah, India's premier fast bowler, as the product ambassador for its disruptive innovation Streax Shampoo Hair Colour. The partnership is being unveiled through a dynamic new campaign, “Main Fast, Streax Super-Fast,” celebrating confidence, speed, and effortless style.  Streax Shampoo Hair Colour, at just Rs 10, brings innovation and convenience to South India—the biggest market for shampoo hair colour. Enriched with almond oil and noni extracts, and free of ammonia and sulfates, it offers a gentle, conditioning experience that leaves hair smooth and healthy-looking. This Rs 10 pack aims to make shampoo hair colour accessible to a wider audience, enabling an upgrade to this innovative format while driving category penetration.  Priyancka Puri, Sr VP Marketing, Hygienic Research Institute, shared her excitement about the association, “Jasprit Bumrah is the perfect fit for Streax – he embodies precision, performance, and passion, the same qualities that define our brand. Our campaign ‘Main Fast, Streax Super-Fast' reflects what we truly believe in: innovation that's quick, reliable, and effective for today's fast-paced consumer. South India is a very strategic market for us, and with Streax Shampoo Hair Colour priced at just Rs 10, we want to make this innovative, shampoo-format hair colour even more accessible to households across the region.”  Jasprit Bumrah – known for his speed, control, and consistency – mirrors Streax Shampoo Hair Colour's core promise: speed & quality performance. His disciplined persona and mass appeal make him the ideal voice for a product built on quick, effective, high-quality results. The new TVC, led by the campaign thought “Main Fast, Streax Superfast,” brings this philosophy to life through a sharp, performance-led story. With him, the narrative moves beyond just convenience to smart grooming superiority – a new benchmark for modern, effortless style.  Speaking on the collaboration, India's game-changer and match-winning player Jasprit Bumrah who is represented by RISE Worldwide said, “Consistency defines everything I do — whether it's my game or the way I present myself. Partnering with Streax felt natural because their Shampoo Hair Colour stands for exactly what I value: speed, confidence, and results you can trust. Main fast, Streax super-fast is definitely a vibe and sentiment that I connect with”  The “Main Fast, Streax Super Fast” campaign rolled out across television, digital, and social media platforms, showcasing Bumrah in a bold, confident, and contemporary avatar that mirrors Streax's vision combining speed, style, and self-assurance.  About Streax:  Streax is a leading brand offering a wide range of Hair Colouring, Hair Styling, and Hair Care Products. Their products are designed to make hair flaunt-worthy with just the right care. Their vision is to become the brand of choice for consumers seeking contemporary hair products, while their mission focuses on innovation, quality, and customer satisfaction. Choose Streax to enjoy shiny, and smooth hair that makes you Get Noticed.  About Hygienic Research Institute  Hygienic Research Institute Private Limited (HRIPL) is a prominent Indian leader in beauty and personal care products, specializing in hair care, skin care, and salon services. With over 60 years of legacy since 1957, HRIPL has grown from a single-brand promoter-owned entity to a multi-brand, multi-category organization backed by private equity Premji Invest and is known for brands like Vasmol, Streax, and Streax Professional, along with Florozone in skin care. Committed to quality, innovation, and customer satisfaction, HRIPL operates with a vision to offer excellent products and services globally while fostering growth and spreading happiness. The company boasts a robust manufacturing legacy across six locations, adhering to international quality standards. HRIPL is honored with accolades such as Great Place to Work, Best Workplace for Innovation, and recognition in the FMCG sector, underscoring its commitment to excellence in workplace culture and innovation.  Company :-Madison Specialist Communication Services Pvt. Ltd.  User :- Raju Marelli  Email : -raju.marelli@madisonpr.in

Streax Shampoo Hair Colour and Jasprit Bumrah unveil “Main Fast, Streax Superfast” – 5-minute hair colour for today's consumers

For heritage brands, the opportunity is profound: to use decades of credibility as the foundation, and modern scientific capability as the engine, to create the next big wave of Indian beauty.  The Power of Legacy: From Familiarity to Future Authority  Trust has always been the currency of legacy brands. But in the next decade, trust will evolve--from being a passive advantage to becoming an active strategic asset. Consumers will increasingly expect legacy brands not just to be reliable, but to be visionary leaders who bring clarity in a noisy, hyper-innovative space.  When brands like Streax move from haircare into skincare, they are not merely entering a category; they are expanding the meaning of their authority. The shift is emblematic of how legacy brands can bridge the gap between yesterday's familiarity and tomorrow's scientific sophistication. This is the modern blueprint for legacy transformation.  "Our future lies in building beauty experiences where science is not intimidating, but intuitive; where nature and efficacy coexist; and where trust is earned through transparency and measurable results" -- Priyancka Puri, Sr. VP Marketing, HRIPL  Creating a New Skincare Language for India  The Indian skincare consumer is on a remarkable trajectory--ambitious, self-educated, and hungry for results. Yet, they are also navigating an overload of confusing jargon, conflicting advice, and fragmented product ecosystems.  The next era of beauty will belong to brands that build a new language of skincare for India:  * One that simplifies complex science  * One that demystifies actives and formulations  * One that empowers consumers with clarity, not confusion  Legacy brands, with their cultural grounding and generational trust, are uniquely equipped to translate global science into Indian relevance. The opportunity is not merely to sell products--it is to elevate consumer understanding and shape beauty literacy at scale.  Value-Premium: The Battlefield That Will Redefine Indian Beauty  The most disruptive shift in the market is happening quietly: the meteoric rise of the value-premium segment. This is where Indian consumers are demanding global-level performance without global-level pricing. And this is where the future of beauty will be won.  This segment rewards brands that can combine:  * High science  * High sensorial delivery  * High transparency  * High accessibility  Legacy brands--with their manufacturing muscle, R & D depth, and wide consumer reach--are best positioned to democratise high-performance beauty. They can make advanced skincare accessible to millions, not just niche urban audiences.  This is not merely a commercial opportunity; it is a cultural shift, where beauty aspirations are evolving from "looking good" to "understanding what's good for me."  The Decade Ahead: A New Leadership Mandate for Legacy Brands  The brands that will define the next decade of beauty in India will be those that master the ability to operate in duality:  * Heritage + Reinvention  * Science + Storytelling  * Research + Accessibility  * Aspirational experiences + Evidence-led performance  The world does not need legacy brands to play it safe. The world needs legacy brands to lead--to bring vision, clarity, and science-backed trust to a category that is being reshaped daily.  The future belongs to heritage brands that choose boldness over comfort... Curiosity over complacency... And innovation over inertia.  Those who do will not simply enter new categories--they will redefine them and shape the beauty ecosystem for millions. (SGP)  (ADVERTORIAL DISCLAIMER: The above press release has been provided by PNN. ANI will not be responsible in any way for the content of the same.)  Disclaimer: No Business Standard Journalist was involved in creation of this content

Reimagining Beauty: How Legacy Brands Will Shape the Next Decade of India's Beauty Revolution

A new consumer--digitally native, science-curious, ingredient-aware--is rewriting the rules of how beauty is discovered, judged, and adopted. In this rapidly transforming landscape, legacy brands are not merely trying to "extend" into new categories; they are being called to reimagine themselves for a future where trust and science must coexist, and where innovation defines relevance. For heritage brands, the opportunity is profound: to use decades of credibility as the foundation, and modern scientific capability as the engine, to create the next big wave of Indian beauty.  The Power of Legacy: From Familiarity to Future Authority  Trust has always been the currency of legacy brands. But in the next decade, trust will evolve--from being a passive advantage to becoming an active strategic asset. Consumers will increasingly expect legacy brands not just to be reliable, but to be visionary leaders who bring clarity in a noisy, hyper-innovative space.  When brands like Streax move from haircare into skincare, they are not merely entering a category; they are expanding the meaning of their authority. The shift is emblematic of how legacy brands can bridge the gap between yesterday's familiarity and tomorrow's scientific sophistication. This is the modern blueprint for legacy transformation.  "Our future lies in building beauty experiences where science is not intimidating, but intuitive; where nature and efficacy coexist; and where trust is earned through transparency and measurable results" -- Priyancka Puri, Sr. VP Marketing, HRIPL  Creating a New Skincare Language for India  The Indian skincare consumer is on a remarkable trajectory--ambitious, self-educated, and hungry for results. Yet, they are also navigating an overload of confusing jargon, conflicting advice, and fragmented product ecosystems.  The next era of beauty will belong to brands that build a new language of skincare for India:  * One that simplifies complex science  * One that demystifies actives and formulations  * One that empowers consumers with clarity, not confusion  Legacy brands, with their cultural grounding and generational trust, are uniquely equipped to translate global science into Indian relevance. The opportunity is not merely to sell products--it is to elevate consumer understanding and shape beauty literacy at scale.  Value-Premium: The Battlefield That Will Redefine Indian Beauty  The most disruptive shift in the market is happening quietly: the meteoric rise of the value-premium segment. This is where Indian consumers are demanding global-level performance without global-level pricing. And this is where the future of beauty will be won.  This segment rewards brands that can combine:  * High science  * High sensorial delivery  * High transparency  * High accessibility  Legacy brands--with their manufacturing muscle, R&D depth, and wide consumer reach--are best positioned to democratise high-performance beauty. They can make advanced skincare accessible to millions, not just niche urban audiences.  This is not merely a commercial opportunity; it is a cultural shift, where beauty aspirations are evolving from "looking good" to "understanding what's good for me."  The Decade Ahead: A New Leadership Mandate for Legacy Brands  The brands that will define the next decade of beauty in India will be those that master the ability to operate in duality:  * Heritage + Reinvention  * Science + Storytelling  * Research + Accessibility  * Aspirational experiences + Evidence-led performance  The world does not need legacy brands to play it safe. The world needs legacy brands to lead--to bring vision, clarity, and science-backed trust to a category that is being reshaped daily.  The future belongs to heritage brands that choose boldness over comfort... Curiosity over complacency... And innovation over inertia.  Those who do will not simply enter new categories--they will redefine them and shape the beauty ecosystem for millions. (SGP)  (ADVERTORIAL DISCLAIMER: The above press release has been provided by PNN. ANI will not be responsible in any way for the content of the same.)

Hygienic Research Institute

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Startups in the beauty & personal care space, including cosmetics brands, shaving startups, on-demand beauty services, salon management platforms, and more.

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Acq - Fin

Hygienic Research Institute is a company focused on beauty and personal care products. The company offers a range of hair care and skin care products, including hair color and care brands Vasmol and Streax, and the skin care brand Florozone. It was founded in 1957 and is based in Mumbai, India.

Date	Round	Amount	Investors	Valuation Valuations are submitted by companies, mined from state filings or news, provided by VentureSource, or based on a comparables valuation model.	Revenue	Sources
1/1/2022	Acq - Fin		PremjiInvest	$XXM	0 FY undefined	2
10/26/2015	Private Equity		Subscribe to see more	$XXM	0 FY undefined	10

Date	1/1/2022	10/26/2015
Round	Acq - Fin	Private Equity
Amount
Investors	PremjiInvest	Subscribe to see more
Valuation	$XXM	$XXM
Revenue	0 FY undefined	0 FY undefined
Sources	2	10

First funding	10/26/2015
Last Funding	1/1/2022
Investor	PremjiInvest
Rounds	2 Private Equity, Acq - Fin (2022)
Board Seats
Type	Private Equity
Location	India

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